What Makes a Great Landing Page?

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Written By Robert Dunford
I am a Marketing Consulting in the Great Toronto Area with over 25 years experience in building and implementing marketing plans for small business.

It’s effortless to make a landing page if you don’t care about the results you get. However, if you do, then it becomes a science. It is because a landing page is one of the essential tools of content marketing, and it needs to be perfectly optimized to provide you with the results you need.

Not all businesses understand that,considering the insanely high bounce rates of landing pages in general, which go up to 90 percent. So what makes a great landing page? How can you optimize your landing pages so that they convert and make full use of your good website ranking?Let’s have a look at some tips:

Keep the Copy Crisp and Clean

In content marketing, the written word is everything, and when it comes to building a landing page, all will depend on your copy. Even the call to action portion of the text will be crucial, and you’ll need to align it with yourbrand. Sure, “buy now” is a decent choice, but you could do more – and that’s what making a great landing page is all about. So make sure to dig deep when it comes to your copy, as it is an essential part of your strategy.

Make Sure the Visuals Are Crisp and Clean, Too

There’s nothing customers hate more than cluttered and keyword-stuffed landing pages. They immediately seem untrustworthy and scammy, so you’ll have to pay special attention to how your landing page looks if you wish to avoid that. Make sure that the elements on your landing page have space to breathe instead of being stacked on top of eachother. If you can skip the navigation menu altogether, as it adds to the clutter.

Include Testimonials If Possible

When it comes to being trustworthy,there’s nothing that helps more than testimonials. Especially if your landing page is aiming to convert leads into paying customers right off the bat, you’ll need allot of effort to convince them to trust you. In this case, aim to include testimonials or at least list your high-profile clients. That way, your leads will have a good idea of whether they can trust you – and if many people do,they’ll be more likely to become your customers as well.

Use Compelling Graphics and Video

The copy seals the deal, but the graphics can take your landing page to a whole new level. In content marketing and search engine marketing, incorporating visual content in addition to the written word can help improve website ranking. Following the same line of logic, visual content on the landing page also helps conversions. The video is especially useful, as it’s more compelling than a static image, but you can also use strong imagery featuring people to achieve the same results.

With great landing pages, you stand to improve your conversions and take your business to new heights. However, it will probably take months to build up your website ranking enough for this strategy to have a significant payoff.

Don’t hesitate to contact me if you wish to see your efforts come to fruition more quickly. I’ll be happy to discuss your marketing strategy with you and help in any way I can.

Rob Dunford is a Marketing Consultant in the Great Toronto Area with over 20 years of experience in implementing marketing plans for small businesses.

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